Revance Therapeutics Inc (RVNC)

[iwfal]

The best leadership can make mistakes and take time to right the ship, but the last several years have been too many sucker punches to not recognize a pattern and want out.

And some mistakes are much much harder to fix after the fact:

A) back when they thought they could get premium pricing in aesthetics they decided not to do the Botox strategies to decouple the pricing on the aesthetic side from pricing on the therapeutic side (eg freebies for aesthetics injectors as long as the injectors obeyed rules that were unenforceable) There wasn’t much need if you were getting premium pricing in aesthetics. But then they had to cut aesthetic prices and since it wasn’t decoupled … they eviscerated the pricing in therapeutics.

B) regaining trust of injectors who thought that they could just use it the same as Botox and get longer duration easily. Ok, that was naive on the part of the injectors - but that’s still mostly a Revance Big Boy problem. They should have known that wasn’t possible and been clear on this - while setting up a system to allow lesson sharing. Note: they really need to be transparent on this - eg what percent of injectors from 2Q 2023 reordered in Q4? In Q1 2024?

Other areas will be more easily fixed - eg give patient coupons, allow injectors to advertise on price. But other things will be harder to fix.